Digital Featured Insights Marketing News

posted on Nov. 24, 2025 at 8:00 amNov 24, 2025

Gen X forces luxury brands to rethink their marketing strategy: study

posted on Nov. 24, 2025 at 8:00 amNov 24, 2025

New research from Publicis Luxe and OpinionWay reveals two-thirds of 45-60 year olds worldwide view aging as an opportunity – and they’re shifting their spending from status to self-investment as a result.

Publicis Luxe Gen X study OpinionWay luxury shopping

Forget velvet ropes and logo-heavy handbags, Gen X is redefining the meaning of luxury – leaving premium brands scrambling to catch up.

New international research by PUBLICIS LUXE and OpinionWay spanning the the UAE, the United States, France and China reveals luxury brands risk missing a multi-billion-dollar growth opportunity as 45-60 year olds, now entering their peak spending years, prioritise autonomy and experiences over traditional status symbols.

Findings from the study were revealed in a one-hour talk at PUBLICIS LUXE, built to cross views and go beyond the report. The panel discussion included insights from Deborah Marino, Chief Strategy Officer, PUBLICIS LUXE; Joëlle Dideri

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:Alexandra Van Houtte autonomy consumer sentiment consumer spending Deborah Marino Experiences exploration Gen X Joëlle Diderich Luxury luxury brands luxury consumers luxury marketing OpinionWay premium brands Publicis Luxe reinvention status transformation Vanessa Seward

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.